Google
Shop Safer
Brief
Warn Black Friday shoppers about phishing scams without killing the festive mood.
Format
30s Video
My Role
Project lead, presenting ideas to clients, scriptwriting at first phase exploration, visual direction like deciding on art style and simplicity of scenes, managing the project by setting up a workflow, ensuring timely approvals by clients and briefing in to animation house is done clearly.
Agency
.monks
I led this creative campaign, building a visualised shopping world where phishing scams and pop-ups became cartoonified objects. The challenge was making threat awareness feel playful rather than preachy. Right for the season, right for the brand.
Working with art directors and illustrators across Buenos Aires and .monks, I drove the conceptual direction: the lo-fi tone, the character archetypes, the ambient world-building.
We explored multiple visual directions before locking in the final mood, then developed character and environmental extensions from there. Think Ghibli, Roald Dahl and more.
We expanded the video to social channels as well, written in a rather narrative sort of way to pique interest by shoppers. A little less salesy, a little more curiosity.
And here’s the result: a brand safety message that didn't feel like one. By leading concept through to delivery: script, visual direction, animation briefing, and social extensions, I wanted the campaign to stay playfully and amiably Google without losing the message. Scam awareness, wrapped in a world worth watching.
Thanks, Blue!
Google
FinTech Festival Booth
Brief
Brand and activate a full Google Cloud booth presence at Singapore FinTech Festival, translating four Cloud pillars into spatial, editorial, and digital touchpoints, under a sustainability theme.
Format
Booth fabrication, display content, four editorial pillar write-ups, social extensions
My Role
Conceptualisation of event theme, copywriter for messaging hierarchy, wrote up FinTech-centric display copy, assisting the fabrication and space planning, on-ground coordination and facilitation
Agency
.monks
The year's theme was sustainability and Google needed a working argument for why
sustainability and technology belong in the same space. We translated that into a material language: cardboard, organic woodgrains, zero-waste fabrication.
And then made the FinTech side of it physical, readable, and convincing across three days, and welcoming thousands of visitors.
The booth needed one idea to hold everything together. I landed on Let's Get Solving, three words that positioned Google Cloud as a collaborator, not a vendor. Casual enough to invite, purposeful enough to mean something.
For the visuals, the quotation marks were a huge symbol of what Google stood for at the FinTech Festival. It represented conversations, questions, speech, and exchanging information about the future of FinTech. The overlapping of these quotations represent the notions of ideas coming together in one space.
I wrote across four Google Cloud pillars, and each of them required deep research to translate technical claims into copy that felt human without losing authority.
The challenge for my copywriting role here was precision in language not simplicity. B2B audiences at FinTech Festival don't need things dumbed down. They need things made relevant, clear and factually correct.
Write-ups for each pillar
Sustainability
Run on the
cleanest cloud.
Sustainability is everyone’s responsibility—especially for FinTech, where technology is at its core.
Currently the cleanest cloud in the industry, Google Cloud runs on zero-net emissions, across energy-efficient data centres around the globe. We also help businesses solve for reducing carbon emission by streamlining workflows, choosing healthier supply chain options and providing tools to track carbon footprint.
Together with the Monetary Authority of Singapore (MAS), we have launched the Point Carbon Zero Programme to further improve climate resilience with data and insights, and to celebrate our new partnership.
Join us in solving for carbon-free energy scores, cleaner data centres and a more sustainable future.
FinTech Innovation
Get up to date,
stay in the know.
The financial industry has been transforming over the years because of evolving technologies like Web3, digital banking and more.
Through trust, governance and networking know-how, Google Cloud helps you solve for specific challenges within your business, so you can stay ahead in the new age of technology. For instance, our BigQuery solutions powers your business by turning your data into valuable business insights in a cost-effective way.
Let’s get solving to scale and build your new capabilities for the future.
Customer Experience
Elevate your
customers’ experiences.
Google Cloud helps you build your audience efficiencies and automates your analytics with its AI/ML capabilities. We’ll help you put your customers at the forefront of digital transformation by solving for more efficient marketing and more optimised processes.
Meeting customer expectations and ensuring that your business meets their needs can drive both user acquisition and retention—and in time, satisfied, long-term customers.
Let’s get solving for faster, smarter and better experiences for your customers.
Startups
Supercharge
your growth.
Google Cloud is solving for a simpler way for startups to thrive and grow.
Innovate quickly and easily by streamlining app development with start-of the-art containers and microservices. Additionally, businesses can turn data into real-time insights, with leading-edge data analytics and AI solutions, supporting always-on innovation.
Let’s get solving for your next big step to start, build and grow your business.
3D rendering by .monks Madrid.
Beyond copy, I was embedded in the full production process: floor plan reviews, display coordination, and on-site execution across a compressed timeline.
Raw plywood, four zones, three days. The booth came together exactly as intended, and the floor traffic proved it!